maximiser l'engagement des participants à l'aide d'outils...
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Maximiser l'engagement des participants à l'aide d'outils de rich media
Bernie Malinoff
Senior Vice President
Angus Reid Strategies Montréal
17 octobre 2007
Maximiser l'engagement des participants à l'aided'outils de rich media (45 mins)
• Evolution of an Industry
• Methodology / Hypothesis
• Respondent Engagement
• Data Quality
• Conclusions
For decades, Marketing Research has Depended on the“Golden Window”
Research - Response and Refusal Rates
Source: MRIA/ARIMSource: MRIA/ARIM
Traditional Phone/In-Person Surveys:Increasing Difficulties
Representativeness on the Decline• Declining Phone Response Rates• Caller ID & Do-Not-Call Lists• Approx. 10% now Cellphone-Only
Quality of Engagement on the Decline• Capturing Attention & Time• Discussing & Assessing Complex Issues
Leveraging The Medium?
ThenThen NowNow
So, who took the “marketing” out of Marketing Research?
Survey Definition
Flat
– Traditional online survey approach with radio buttons and text boxes
Fusion
– Rich Media techniques
– Flash programming
“Flat” vs. “Fusion”
Traditional Method – Flat Survey
Interactive Method – Fusion Survey
Methodology
• Online Data Collection
• Samples Sources
– Canada = Angus Reid Forum
– US, UK, France & Australia = ResearchNow
• Respondent Qualification
– Flash application, standard demo quotas
AUSFRAUKUSCAN
TOTAL
Fusion
Flat
237242230526520
240299218533560
1,0591,080 541448 477
• Total of 3,605 interviews
• Three continents / Five countries
– Canada, USA, UK, France, Australia
• Two languages (English and French)
Robust Sample Design
Hypotheses
• Elevated Respondent Engagement
• Higher Response Rates
• Better Quality Data for Scale Questions
• Consistent Data for Behavioral Questions
• Ability to Collect Data in New Ways
Respondent Engagement
Survey … Globally
8.8
8.3 8.2
8.7
7.9
7.4
Easy to
complete
Fun to
complete
More enjoyable
than most
Fusion
Fusion
Flat
Flat
Fusion
Fusion
Flat
Flat
Fusion
Fusion
Flat
Flat
Survey - Québec
8.78.5
7.8
8.5
8.1
7.1
Easy to
complete
Fun to
complete
More enjoyable
than most
Fusion
Fusion
Flat
Flat
Fusion
Fusion
Flat
Flat
Fusion
Fusion
FlatFlat
Engagement Lift – Global Results
67%
49% 49%
32%Fusion
Flat
More likely to take part in online surveys
More likely to take part in online surveys
No change from my current participation
No change from my current participation
Engagement Lift
+18 pts
Engagement Lift … Québec
59%
40% 58%
40%Fusion
Flat
More likely to take part in online surveys
More likely to take part in online surveys
No change from my current participation
No change from my current participation
Engagement Lift
+19 pts
AUSFRAUKUSCAN
Diff
Fusion
Flat
67%67%77%72%90%
87%76%89%89%96%
-17%-6% -9%-12% -20%
Countries with lower Internet and broadband Countries with lower Internet and broadband penetration experience greater decreases in penetration experience greater decreases in
Completion Rates.Completion Rates.
# completes surveys / # invited panelists # completes surveys / # invited panelists
Differences in Completion Rates
Response Rate Considerations
Data Quality
Quality Data - Scales
Better Quality Data - Scales
• Greater Use of 5 pt Agree/Disagree Scale
• Standard Deviation & F-Scores are Greater
• Fewer Neutral Responses
• Fewer Respondents “Flat Lining” Answers
7 times Less “Flat Lining”
• Flat Lining
– Providing the same answer category for each
of ten attitudinal statements
– Attempt to minimize phenomenon via varied
attitudinal statements
• Flat 1.4% of respondents
• Fusion 0.2% of respondents
Data Quality - Behavioural
Behavioral Data same for Flat or Fusion Survey
Data Quality - Behavioural
Behavioral Data largely the same for Flat or
Fusion Survey but question design important
Visuals Can Affect Responses
Visual Map Changed Perceptions…
• ….of the home country contribution to Greenhouse gases
• UK - respondents choosing Europe
– Flat 17% → Fusion 8%
• France - respondents choosing Europe
– Flat 24% → Fusion 4%
• Australia - respondents choosing Aus/NZ
– Flat 26% → Fusion 10%
Virtual HighlighterVirtual Highlighter Heat MapHeat Map
Collect Data in New Ways
Collect data in new ways
Collect data in new ways
Collect data in new ways
Collect data in new ways
Collect data in new ways
Collect data in new ways
Conclusions
Conclusions
• Higher Respondent Engagement
• Caution Re: Technology Influence
• Better Variability in Scale Data
• Behavioral Data Same; Watch Design
• New, exciting ways to collect data
Questions for Consideration …
1. Research is another customer touchpoint. Isn’t it time to align the creativity of Advertising Agencies and Marketers with those of Researchers?
2. What industry R&D and subsequent standards will be considered to secure the long term health of the Online medium for Research?
Merci
Bernie Malinoff
Senior Vice President
Angus Reid Strategies Montréal